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Dish Network is still in the early stages of executing its grand plan for the wireless spectrum that it acquired through acquisitions of TerreStar and DBSD North America. It has already started working with Qualcomm to develop chips that will enable wireless devices to work on its upcoming terrestrial-satellite hybrid wireless network. So, how should Dish really go about marketing its network to ensure maximum positive impact on its future?

Investors are likely to be skeptical if Dish were to spend heavily on capital expenditure in building out its network. Hence, a better strategy is to let a third-party operate the network using Dish’s spectrum. Dish could then market its wireless broadband offering under its own brand and bundle it with its current pay-TV offering, along with Blockbuster streaming, to form an attractive package.

We think it might be better for Dish to start with home broadband offerings before moving out to provide stand-alone wireless broadband services for tablets and smartphones. Dish is new in this space and it will be easier for the company to establish a brand in the broadband market by bundling it with its current pay-TV offerings. The bundle is likely to be competitively priced and, thus, can be easily sold to customers, which should help build trust and establish its brand.

Dish can then start tapping e-reader and tablet users who are more likely to opt for Dish’s wireless offering compared to smartphone users, assuming Dish can offer some competitive pricing on its data plans. Smartphone users could be a long-term target as, for the near term, they are likely to stick to the major telecom companies that have proven expertise in voice and mobile data and, more importantly, provide heavy subsidies on smartphones.